Contemporary Retail Marketing in Emerging Economies - The Case of Ghana's Supermarket Chains (Hardcover, 1st ed. 2022)

This book highlights the development of retail marketing in developing economies and presents this sector as a major area of growth and business opportunity. With a special focus on supermarket chains, the authors show that the advancement of technology and infrastructure means that there are now increased electronic capabilities for data collection, giving retailers more opportunities to pursue micro and macro-marketing strategies. The authors explain the evolution of this new era of marketing and the associated impact on all stakeholders, especially consumers. Taking the example of Ghana, which is considered a leader among African nations in the use of loyalty cards, the authors are able to set a benchmark for other emerging countries, especially those that are experiencing similar trends. The book is a valuable resource for students, researchers and foreign companies wishing to expand their knowledge of the marketing strategies employed by emerging economies in Sub-Saharan Africa.

General

Imprint:	Palgrave Macmillan
Country of origin:	Switzerland
Series:	Palgrave Studies of Marketing in Emerging Economies
Release date:	October 2022
First published:	2022
Authors:	David Eshun Yawson • Fred A. Yamoah
Dimensions:	210 x 148mm (L x W)
Format:	Hardcover
Pages:	235
Edition:	1st ed. 2022
ISBN-13:	978-3-03-111660-5
Categories:	Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > General Books > Business & Economics > Industry & industrial studies > Distributive industries > General Promotions
LSN:	3-03-111660-7
Barcode:	9783031116605

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